POSITIONING ANALYSIS OF URBAN OUTDOOR ADVERTISING

Bing Liu, Fu Liu

ABSTRACT: Based on the development of urban outdoor advertising, the existing value, location and planning criteria of outdoor advertising in cities are studied. Research shows, the design orientation of outdoor advertising is a scientific analysis of advertising products, consumer objects, enterprise culture, consumer demand, consumer psychology and many other areas of inquiry, it is the important part of marketing strategy; advertising design positioning is also the product attributes positioning results, its orientation is displayed in four aspects: audience, originality, quality and region.

Keywords: Outdoor advertising; Positioning analysis; Audience; Creativity.